Brand Tone

Friendly, Fashion-conscious, Inclusive, Value-oriented, Informative

Brand Values

• •Comfort and Quality
• •Customer Satisfaction
• •Variety and Choice
• •Heritage and Experience
• •Inclusivity

Best Practices

• •Develop a Brand Voice Guide: Create a comprehensive document detailing Shoe HQ's tone (e.g., "Friendly & Fashion-Forward," "Supportive & Value-Driven"), key messaging points, "words we use/don't use," and an overview of brand values (Comfort, Quality, Variety, Inclusivity, Heritage). This ensures everyone writing for the brand is aligned.
• •Prioritize "Comfort" and "Style" in Product Descriptions: Consistently weave in language that highlights both the aesthetic appeal and the comfort features of the shoes. Use descriptive words that evoke feelings of ease and fashionability (e.g., "plush cushioning," "effortless chic," "all-day wear," "runway-inspired").
• •Maintain an Approachable and Inclusive Language: Use welcoming and inclusive language across all communications. Address the customer directly (e.g., "your perfect pair," "we've got you covered"). Highlight options for different needs (e.g., "wide fit styles," "C-fitting for extra toe room").
• •Be Transparent and Helpful, Especially with Value Propositions: Clearly communicate sales, discounts (like the $15 off for subscribers), and shipping offers. In customer service interactions and FAQs, use a supportive and problem-solving tone, reinforcing trust and reliability.
• •Showcase Brand Heritage and Multi-Brand Strength: Subtly remind customers of the expertise behind Shoe HQ (WM Ritchie's 65+ years) and the benefit of accessing multiple trusted brands (Sandler, Easy Steps, etc.) in one convenient location. This builds credibility and highlights the unique selling proposition.

Social Perception

Positive Customer Experiences, Reliable and Legitimate, Good Value, Go-to Destination for Multiple Brands, Focus on Women's Footwear

Copy Examples

• •Headline: Step Into Your Comfort Zone (Without Sacrificing Style!) Body: Tired of choosing between shoes that look good and shoes that feel good? At Shoe HQ, you don’t have to! Explore hundreds of on-trend styles from brands you trust, all designed for amazing comfort and a perfect fit. Your dream pair is waiting. ✨ #ShoeHQStyle #ComfortFirst
• •Headline: So Many Styles, So Many Smiles. Find Your Perfect Pair Today! Body: From boardroom power heels to weekend-ready sneakers, Shoe HQ brings together Australia’s favourite women's shoe brands like Sandler, Easy Steps, and Jane Debster. Discover diverse fits and the latest looks all in one place. Plus, get $15 off your first order over $99 when you subscribe! 😉 #ShoeHeaven #AustralianStyle
• •Headline: Boots Made for You. And Your Budget. Body: Brrr-ace yourself for stunning new season boots! 🍂 Whether you love sleek leather ankle boots or comfy wide-calf styles, find your perfect cold-weather companions at Shoe HQ. Great quality, even better prices. Shop our boot collection now and step out in style! #BootSeason #ShoeHQDeals
• •Headline: Feel the HQ Difference: 65+ Years of Happy Feet! Body: With a legacy of over 65 years in women's footwear through our parent company WM Ritchie, we know what makes a truly great shoe. At Shoe HQ, it’s all about quality craftsmanship, lasting comfort, and the styles you adore. Experience the best in Australian footwear. #TrustedQuality #ShoeExperts
• •Headline: Your One-Stop Shoe Shop ➡️ Effortless Style Delivered. Body: Why hop between stores? Shoe HQ unites iconic brands like Ravella, Pink Inc, and Wide Steps, offering everything from elegant evening shoes to everyday essentials. Enjoy free AU shipping over $99 and easy returns. Shopping for shoes just got a whole lot better! #ShopShoeHQ #StyleMadeEasy